Sonoma State University Policy

Media
Relations

Recommended By: University Affairs
Office
Approved: Ruben Armiñana, President
Date of Original Issue: March 22, 1985
Date of Current Issue: February 1, 1999
Effective Date: February 1, 1999
Contact Office: University Affairs Office

Policy #1985-3

Background The public has a right to know the University's policies, plans,
programs, and activities.
To that end the University strives to maintain positive relations
with the media. Essential to maintaining such a relationship is the
consistent provision of accurate and helpful information in an
atmosphere of respect, fairness, and candor.
The University Affairs Office (UAO) is responsible for
coordinating the collection and dissemination of news about the
University. In order to be effective, the UAO needs to be well
informed about what is happening at the University, in the event of
controversy as well as in routine matters. The UAO is the campus'
primary contact with the media. It is the office authorized to issue
official statements of university policy and action. On occasion, other members of the University may be contacted by
the media or may want to initiate contact with the media to provide
information or comment. They are encouraged to do so on public issues
about which they have expertise or on campus matters for which they
have responsibility, and are asked to inform the UAO of such
communication.

Guidelines
The following guidelines are provided by the UAO to help ensure
appropriate and prompt handling of media inquiries.

Obtain the reporter's name and the publication or
station for which he or she works. If you feel that the request
for information is reasonable, give the reporter your full
cooperation.

Whenever possible, especially if the subject is
controversial, notify the UAO in advance of your discussion with a
reporter. This permits better preparation and coordination with
other individuals or offices involved.

In answering questions, be fair, friendly, and factual.
Remember that honesty is the best policy in dealing with the
media. Without it, no individual and no institution can maintain
credibility.

Normally you would be asked to comment only on matters
within your areas of expertise. Sometimes, however, a reporter may
ask for comment on a subject outside your area. If you do not wish
to comment, tell the reporter so. Refer the reporter to the UAO if
you feel the questions can best be answered by other persons
within the University.

Some reporters may ask you to comment on a
controversial issue with the assurance that, if you so request,
your name will not be used. Unless you know the reporter well, it
is not usually wise to assume that your name will not be used.

Most reporters dislike material which is "off-the-record."
If for some reason, however, you feel that you must make remarks
"off-the-record," observe the following:

Preface each "off-the-record" statement by
saying, "The following is off-the-record." Saying belatedly,
"The material I have just given you is off-the-record" does not
obligate the reporter to comply with your request under current
journalistic canons of practice. Not all reporters will honor
off-the-record statements.

Indicate clearly to the reporter when your comments are
"on-the-record" again.

Remember that when you identify yourself as a member
of the universiy community, your comments may be interpreted as
representing the institution. Therefore, if you give a personal
opinion on a subject, emphasize to the reporter that you are
speaking for yourself, not for the university.

You should assume that you will not see the reporter's story
before it is published or broadcast. The newsperson is under no
obligation to secure your advance approval. If scientific or
technical data are involved, you might suggest that the reporter
check his or her story with you for accuracy, particularly if the
reporter is not a writer specializing in the field. Some reporters
are willing to check technical data with the source if time
permits.

When an interview is for the broadcast media, remember that
people in radio and television news usually can report only the
barest essentials of a story (often only 10 seconds of air time).
They are looking for succinct answers to one or two questions and
it is best to avoid providing time-consuming details or
complicated answers.

Media training and a guide to dealing with the media are
available through the UAO.

University-wide observance of these guidelines in dealing with the
media will encourage reporters to seek information from official
sources, create good will, and help assure accurate and balanced news
stories.